From the course: Integrated Marketing Communications Strategies
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Omnichannel vs. integrated marketing
From the course: Integrated Marketing Communications Strategies
Omnichannel vs. integrated marketing
- Some people confuse integrated marketing with omni-channel marketing or think they're the same, but integrated and omni-channel are different. Integrated marketing aligns communications across touch points. Omni-channel marketing aligns the entire customer experience across touch points. The customer engages with the brand seamlessly whenever, wherever and however they want. Let's say you're a customer at a bank, the bank's marketing campaign integrates its communications across touch points. So whether you visit the website, receive direct mail or an email or see a TV ad, all the bank's communications feel like they're coming from the same brand. The bank's omni-channel marketing allows you to seamlessly engage with the bank when, how and where you want. Need to deposit a check? You can do that at the branch or through your mobile phone's app. Need to schedule an appointment, you can do that through a desktop…
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